GAYA BAHASA IKLAN BERBAHASA JERMAN PADA MINUMAN PRODUK JERMAN

Abstract

This research is aimed at (1) describing the Metaphors used in German advertisement of Germany beverage products and (2) the rule of visual German advertisement on Germany beverage products. The data is collected from Brigitte female magazine published in 2010‐2011 including phrases, sentences, and pictures of Germany beverage products advertisement. The research is using descriptive qualitative method. The data is collected by reading and taking notes techniques. The research instrument is human instrument and the validity is checked by semantic validity. The reabillity of the research is checked by intrarater and interrater. The data is analyzed by using semantic analysis. The result of the research indicate (1) 35 data contains metaphors, consist of 5 methaphor, 1 simile, 2 ellipsis, 3 epanalepsis, 1 allusion, 2 eponym, 6 hyperbole, 1 metonymy, 1 climax, 1 personification, 1 rhetorical question, 1 paradox, 3 rehearsal, 2 synecdoche pars pro toto, 1 alliteration, 1 asyndeton, 1 redundance, 1 euphimism, and 1 denotative. (2) The rule of visual German advertisement in Germany beverage product are shown by beverage packaging, model, and setting.

Keywords: The Metaphors, beverage advertisement, Germany products.